Introduction

• Your introduction should include a brief description of the scenario including an introduction to the chosen organisation

• Define digital marketing (with proper citations)

• Must also include the scope of the report

Overview of the digital marketing landscape and comparison between online and offline marketing concepts

1. What is digital marketing landscape

2. An overview of how digital landscape has influenced marketing practices of the chosen organisation

3. The similarities and differences between online and offline marketing concepts

Key consumer trends and insights that are fuelling the growth of digital marketing.

1. Analyse key consumer trends in relation to the growth of digital marketing of the chosen organization

2. The benefits/opportunities and challenges faced in the digital marketing landscape (include examples from the chosen organsaition)

Key digital tools and hardware that are available in contrast to ‘bricks and mortar’ and other physical channels

1. Explain the Strengths and Weaknesses of key digital tools available to the chosen company

2. Discuss Strengths and Weaknesses of hardware used in Digital Marketing

3. Discuss advantages and disadvantages/Strengths and weaknesses of Bricks and Mortar and other physical channels

The development of e-commerce and digital marketing platforms and channels in comparison to physical channels

1. Examine the development of e-commerce – Also explain merits and demerits

2. Disuses the importance of the growth of e-commerce

3. Examine the development of digital marketing channels – Also explain the merits and demerits

4. Explain the merits and demerits of physical marketing channels – Also explain the merits and demerits

Digital marketing plan to build multi-channel capabilities.

1. Develop a digital marketing plan to build multi-channel capabilities of your chosen organisation: Here you should use the SOSTAC Model

Guidelines for SOSTAC Model

Situational Analysis – Summaries your situation in a SWOT/TOWS matrix 

Digital marketing Objectives – Note the set objectives must be achievable and measurable (SMART) using key performance indicators (KPI).

 Strategy: Segmentation, Targeting and Positioning or STP can be used to help with strategy. So, for example if your objective is sales growth by 5%, what strategy could you use?

Tactics: The specific tools of the digital marketing mix that you plan to use to achieve the objectives. Examples of tools of the digital mix includes the use of 4Ps/7Ps of the marketing mix. 

Action/Implementation: This is where the digital marketing plan is implemented/put into action or executed. You may consider training of marketing staff/outsourcing

 Control/Post implementation review Valuate the success or failure of the digital marketing plan. Examples of metrics to be used for review include, KPI metrics: Repeat purchase, sales volume, customer complaints, visitors to the e-commerce site

2. The implications/recommendations on behalf of Cambridge Digital Consultancy company for your CHOSEN organisation

Digital and Omni-channels marketing

1. The concept of omni-channel

2. Explain the evolution of Omni-channel marketing, including the benefits, and challenges (give examples from your chosen organisation)

Measurement techniques and performance metrics in digital marketing

1. What is measurement framework for DM?

2. Explain Web analytics with advantages and disadvantages

Onsite: Explain advantages and disadvantages

Offsite: Explain advantages and disadvantages

3. What is Key performance indicator (KPI)? Explain the strength and weaknesses

Set of actions to improve performance in digital marketing

1. Explain the action plan to improve digital marketing performance of the chosen organisation (must be SMART)

Conclusion 

References

Appendices (if any)